Systems and methods for defining ad spaces in video

ABSTRACT

Computer-implemented systems and methods are provided for defining ad space in a video. For example, a computer can receive an identification of a video and an advertisement space definition that includes a time stamp for the advertisement space in the video and an advertisement length. The computer can receive a request to view the video. The computer can determine an advertisement to play in the advertisement space such that the advertisement is not longer than the advertisement length included in the video&#39;s advertisement space definition. The computer can provide access to the video, and when the video reaches the time stamp, the advertisement is played in the advertisement space.

This application is a continuation of U.S. patent application Ser. No.14/204,613, filed on Mar. 11, 2014, and entitled “Systems and Methodsfor Defining Ad Spaces in Video,” the entirety of which is hereinincorporated by reference. This application claims priority to U.S.Provisional Application No. 61/789,477, entitled “Systems and Methodsfor Defining Ad Spaces in Video,” filed Mar. 15, 2013, the entirety ofwhich is herein incorporated by reference.

FIELD

The technology described herein relates generally to video advertisementand more specifically to defining advertisement space in a video.

BACKGROUND

Advertisements are increasingly being displayed to viewers concurrentlywith a primary content (e.g., a television show, video clip, etc.).Often this takes the form of the advertisement being displayed in afixed area of the display window, such as at the bottom of the window,and at a fixed time. The inflexibility, however, may often result in asuboptimal advertisement or viewing experience. For example, theadvertisement may cover important aspects of the primary content, whichmay annoy viewers, or it may be displayed during an inopportune time,resulting in viewers paying little attention to the advertisement. Thus,in order to improve the effectiveness of advertisements, a more flexibleapproach to controlling an advertisement's placement and timing isneeded.

SUMMARY

In accordance with the teachings herein, computer-implemented systemsand methods are provided for defining ad space in a video. For example,a computer can receive an identification of a video and an advertisementspace definition that includes a time stamp for the advertisement spacein the video and an advertisement length. The computer can receive arequest to view the video. The computer can determine an advertisementto play in the advertisement space such that the advertisement is notlonger than the advertisement length included in the video'sadvertisement space definition. The computer can provide access to thevideo, and when the video reaches the time stamp, the advertisement isplayed in the advertisement space.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 depicts a computer-implemented environment for defining ad spacein a video.

FIG. 2 depicts a computer-implemented environment for a user to accessan ad space enabler through a network.

FIGS. 3A, 3B, and 3C depict example systems for use in implementing anad space enabler.

DETAILED DESCRIPTION

FIG. 1 is a block diagram depicting a computer-implemented ad spaceenabler 4. An ad space enabler 4 facilitates an advertisement definer 2to maximize generated revenue for advertisements displayed during avideo while not significantly compromising the watchability of the video(e.g., automatically playing a commercial mid-sentence in the video). Anadvertisement definer 2 accesses an ad space enabler 4 to defineadvertisement space windows in a video, where advertisements aredisplayed during the defined advertisement spaces to generate revenuefor a rights holder, such as a video creator. An ad space definer 6receives an identification of a video, such as a video stored in a videorepository 8, and an advertisement space definition. The advertisementspace definition may include a time stamp of a point in the identifiedvideo and an advertisement length. The advertisement space definition isstored in a data store, such as definition data store 10. Upon receivinga request to view the video for which the advertisement space has beendefined, such as a request from a requesting user 12, a video provider14 determines an advertisement from an advertisement repository 16 toplay in the advertisement space that has been defined for the requestedvideo. The video provider 14 may consider the advertisement lengthparameter of the advertisement space definition in selecting theadvertisement to be played. For example, the video provider 14 mayselect an advertisement that is no longer than the advertisement lengthprovided in the advertisement space definition. The video provider 14provides access to the video, where when the video reaches the timestamp indicated in the advertisement space definition, the advertisementis played within the advertisement space time period.

The advertisements displayed in the advertisement space may take avariety of forms. For example, the advertisement may be a videoadvertisement. In one example, when the video reaches the time stamp ofthe advertisement space definition, the video is paused, and the videoadvertisement is played. The video then resumes upon completion of thevideo advertisement. In another example, the advertisement is a text orgraphic overlay advertisement. The use of a text or graphic overlayadvertisement may enable continuous display of the requested video, evenduring the advertisement space time period.

In some implementations, the advertisement space definition may includea flag that indicates whether advertisements played in the associatedadvertisement space are permitted to be skipped. For example, theadvertisement definer 2 may specify that certain advertisement spacesmay be filled with advertisements that can be skipped. While skippableadvertisements may produce less revenue, they may encourage continuedviewing of the video in those instances where a user might otherwisediscontinue viewing upon advertisement presentation. When anadvertisement space is flagged as skippable, the advertisement displayedduring that space may be stopped or removed upon user request (e.g., bya user clicking a ‘skip’ link or an ‘x’ link displayed with theadvertisement).

As noted above, the display of advertisements during a video may producerevenue for an entity providing video access, as well as for a rightsholder of the particular video being played (e.g., an advertiser pays 3cents per display of an advertisement, where 1 cent is retained by theentity providing access and 2 cents is paid to the video rights holderper advertisement impression). Revenue per impression of anadvertisement during display of a video may vary based on a variety offactors. For example, longer advertisements may earn more revenue thanshorter advertisements. Additionally, advertisements that are skipped oronly partially viewed may earn less or no revenue. Further, revenueearned may be based on the placement of an advertisement within a video.For example, an advertisement displayed near the climax of a video mayearn more revenue than an advertisement placed near the beginning of thevideo or during the credits of the video, since the level of engagementand likelihood of paying attention to the advertisement is presumablyhigher at the climax of the video.

With revenue being potentially based on one or more of the timing of anadvertisement, the length of an advertisement, and whether anadvertisement is skippable, all parameters that may be controlled by anadvertisement definer 2, an ad space enabler 4 can provide expectedrevenue values to the advertisement definer 2 during ad space definitionto facilitate more informed advertisement space definition. For example,an ad space definer 6 may provide a graphical user interface to theadvertisement definer 2 that displays a video identified by theadvertisement definer 2 as well as an expected revenue value. Forexample, the interface may provide an expected revenue for a currentadvertisement space being defined or for all of the advertisement spacesdefined for the particular video. The expected revenue displayed in theuser interface may be displayed and updated in real time as theadvertisement definer 2 defines an ad space, such as throughmodification to the advertisement space's location within a video ormodification to the length of the ad space. For example, theadvertisement definer 2 may be provided with a depiction of a selectedvideo along with a time line of the video. When the advertisementdefiner selects a time stamp, such as by clicking on the timeline ortyping in a time stamp value, along with an advertisement length, the adspace definer 6 computes an expected revenue, such as an expectedrevenue per display of the video, based on the advertisement spacedefinition. That expected revenue may be based on the time stamp (e.g.,whether the advertisement space is placed at a point of high or lowviewer engagement in the video) and the length of the video. Theexpected revenue may also be based on whether the advertisement space isflagged as skippable. The advertisement definer 2 may iteratively adjustthe advertisement space definition, such as based on the displayedexpected revenue to maximize expected revenue.

In another example, the advertisement definer 2 may indicate a desiredexpected revenue, such as via an expected revenue slide bar. When anadvertisement definer 2 adjusts the desired expected revenue, one ormore parameters of one or more defined advertisement spaces canautomatically be adjusted. For example, when an advertisement definer 2decreases a desired expected revenue, a length of a definedadvertisement space may be shortened. In another example, when anadvertisement definer 2 commands an increase in the desired expectedrevenue, a defined advertisement space may be lengthened or moved to amore lucrative position within the video, such as nearer to the climaxor other critical scene or important point in the video.

A video provider 14 is responsive to requests to view videos fromrequesting users 12. For example, a requesting user 12 may indicateinterest in viewing a video through clicking on a link on a social mediasite, in an e-mail, or on a website. The video provider 14 receives therequest and accesses the definition data store 10 to determine whetherany advertisement spaces have been defined for the selected video. If anadvertisement space has been defined, the video provider 14 selects anappropriate advertisement from an advertisement repository 16 based onthe parameters of the ad space definition. For example, the videoprovider 14 may base its advertisement selection based on one or more ofthe length of the advertisement space specified in the advertisementspace definition, the type of advertisement specified in theadvertisement space definition (e.g., a graphic overlay advertisement ora potentially more lucrative video advertisement), or any contentrestrictions on the advertisement (e.g., an advertisement definer 2could specify that a “Mature” advertisement should not be played duringan advertisement space defined in a “Children's” video). The videoprovider 14 then provides access to the video, where when the videoreaches the time stamp of a defined advertisement space, theadvertisement is played in the advertisement space. An account of thevideo provider and the video rights holder may be credited upon displayof an advertisement. For example, accounts may be credited aftercompletion of display of an advertisement. In another example, accountsmay be credited when the video reaches the time stamp. In a furtherexample, the accounts may be credited only when the advertisement isplayed for the full length, or the accounts may be played for a partialamount (e.g., a pro rata share when an advertisement is partiallydisplayed or skipped).

While the examples described herein are directed to definition ofadvertisement spaces within videos, the systems and methods apply toother content types as well. For example, advertisement spaces can bedefined in content that is audio, video, still image, or hybridcombinations thereof.

FIG. 2 depicts at 100 a computer-implemented environment wherein users102 can interact with a system 104 hosted on one or more servers 106through a network 108. The system 104 contains software operations orroutines. The users 102 can interact with the system 104 through anumber of ways, such as over one or more networks 108. One or moreservers 106 accessible through the network(s) 108 can host system 104.It should be understood that the system 104 could also be provided on astand-alone computer for access by a user.

FIGS. 3A, 3B, and 3C depict example systems for use in implementing asystem. For example, FIG. 3A depicts an exemplary system 200 thatincludes a stand alone computer architecture where a processing system202 (e.g., one or more computer processors) includes a system 204 beingexecuted on it. The processing system 202 has access to acomputer-readable memory 206 in addition to one or more data stores 208.The one or more data stores 208 may contain first data 210 as well assecond 212.

FIG. 3B depicts a system 220 that includes a client server architecture.One or more user PCs 222 accesses one or more servers 224 running asystem 226 on a processing system 227 via one or more networks 228. Theone or more servers 224 may access a computer readable memory 230 aswell as one or more data stores 232. The one or more data stores 232 maycontain first data 234 as well as second data 236.

FIG. 3C shows a block diagram of exemplary hardware for a stand alonecomputer architecture 250, such as the architecture depicted in FIG. 3A,that may be used to contain and/or implement the program instructions ofsystem embodiments of the present invention. A bus 252 may serve as theinformation highway interconnecting the other illustrated components ofthe hardware. A processing system 254 labeled CPU (central processingunit) (e.g., one or more computer processors), may perform calculationsand logic operations required to execute a program. A processor-readablestorage medium, such as read only memory (ROM) 256 and random accessmemory (RAM) 258, may be in communication with the processing system 254and may contain one or more programming instructions. Optionally,program instructions may be stored on a computer readable storage mediumsuch as a magnetic disk, optical disk, recordable memory device, flashmemory, or other physical storage medium. Computer instructions may alsobe communicated via a communications signal, or a modulated carrierwave.

A disk controller 260 interfaces one or more optional disk drives to thesystem bus 252. These disk drives may be external or internal floppydisk drives such as 262, external or internal CD-ROM, CD-R, CD-RW or DVDdrives such as 264, or external or internal hard drives 266. Asindicated previously, these various disk drives and disk controllers areoptional devices.

Each of the element managers, real-time data buffer, conveyors, fileinput processor, database index shared access memory loader, referencedata buffer and data managers may include a software application storedin one or more of the disk drives connected to the disk controller 260,the ROM 256 and/or the RAM 258. Preferably, the processor 254 may accesseach component as required.

A display interface 268 may permit information from the bus 256 to bedisplayed on a display 270 in audio, graphic, or alphanumeric format.Communication with external devices may optionally occur using variouscommunication ports 273.

In addition to the standard computer-type components, the hardware mayalso include data input devices, such as a keyboard 272, or other inputdevice, such as a microphone 274, remote control, pointer, mouse and/orjoystick.

This written description uses examples to disclose the invention,including the best mode, and also to enable a person skilled in the artto make and use the invention. The patentable scope of the invention mayinclude other examples. For example, the systems and methods may includedata signals conveyed via networks (e.g., local area network, wide areanetwork, internet, combinations thereof, etc.), fiber optic medium,carrier waves, wireless networks, etc. for communication with one ormore data processing devices. The data signals can carry any or all ofthe data disclosed herein that is provided to or from a device.

Additionally, the methods and systems described herein may beimplemented on many different types of processing devices by programcode comprising program instructions that are executable by the deviceprocessing subsystem. The software program instructions may includesource code, object code, machine code, or any other stored data that isoperable to cause a processing system to perform the methods andoperations described herein. Other implementations may also be used,however, such as firmware or even appropriately designed hardwareconfigured to carry out the methods and systems described herein.

The systems' and methods' data (e.g., associations, mappings, datainput, data output, intermediate data results, final data results, etc.)may be stored and implemented in one or more different types ofcomputer-implemented data stores, such as different types of storagedevices and programming constructs (e.g., RAM, ROM, Flash memory, flatfiles, databases, programming data structures, programming variables,IF-THEN (or similar type) statement constructs, etc.). It is noted thatdata structures describe formats for use in organizing and storing datain databases, programs, memory, or other computer-readable media for useby a computer program.

The computer components, software modules, functions, data stores anddata structures described herein may be connected directly or indirectlyto each other in order to allow the flow of data needed for theiroperations. It is also noted that a module or processor includes but isnot limited to a unit of code that performs a software operation, andcan be implemented for example as a subroutine unit of code, or as asoftware function unit of code, or as an object (as in anobject-oriented paradigm), or as an applet, or in a computer scriptlanguage, or as another type of computer code. The software componentsand/or functionality may be located on a single computer or distributedacross multiple computers depending upon the situation at hand.

It should be understood that as used in the description herein andthroughout the claims that follow, the meaning of “a,” “an,” and “the”includes plural reference unless the context clearly dictates otherwise.Also, as used in the description herein and throughout the claims thatfollow, the meaning of “in” includes “in” and “on” unless the contextclearly dictates otherwise. Finally, as used in the description hereinand throughout the claims that follow, the meanings of “and” and “or”include both the conjunctive and disjunctive and may be usedinterchangeably unless the context expressly dictates otherwise; thephrase “exclusive or” may be used to indicate situation where only thedisjunctive meaning may apply.

It is claimed:
 1. A method of transmitting media content across acomputer network, comprising: receiving an identification of mediacontent and an advertisement space definition from a content manager,wherein the advertisement space definition includes a time stampindicating a starting point for the advertisement space within the mediacontent; providing a graphical user interface to the content managerthat displays an indication of the time stamp of the advertisement spacedefinition, wherein the graphical user interface enables adjustment ofthe time stamp that indicates the starting point for the advertisementspace within the media, wherein the graphical user interface displays anexpected revenue value based on the selected starting point for theadvertisement space defined by the advertisement space definition,wherein the graphical user interface enables adjustment of the startingpoint and updates the expected revenue value in real time accordingly;receiving a request from a viewer to view the media content; determiningan advertisement to play in the advertisement space; and wherein themedia content is transmitted to the viewer across a network such thatthe advertisement is automatically incorporated into the media content,wherein when the media content reaches the time stamp, the advertisementis played in the advertisement space.
 2. The method of claim 1, whereinthe media content is video content, audio content, image content, ormixed media content.
 3. The method of claim 1, wherein the media contentis video content.
 4. The method of claim 1, wherein the advertisement isa video advertisement.
 5. The method of claim 3, wherein video is pausedwhile the video advertisement is played.
 6. The method of claim 3,wherein the advertisement is an overlay advertisement, wherein the videois not paused while the overlay advertisement is displayed.
 7. Themethod of claim 1, wherein the advertisement space definition includesan indication as to whether the advertisement played in the ad space isskippable.
 8. The method of claim 1, wherein when the advertisement isskippable, the advertisement can be stopped, removed, or bypassed uponuser request.
 9. The method of claim 1, wherein the expected revenuevalue is based on the time stamp, wherein the expected revenue value isgreater when the time stamp is near a climax of the video than when thetime stamp is near the beginning of the video or during the credits ofthe video.
 10. The method of claim 1, wherein the expected revenue valueis based on the advertisement length, wherein the expected revenue valueis larger for longer advertisement lengths than for shorteradvertisement lengths.
 11. The method of claim 1, wherein the expectedrevenue value is larger when the advertisement is not flagged asskippable.
 12. The method of claim 1, further comprising: receiving anadjustment to the advertisement space definition after the expectedrevenue value is provided.
 13. The method of claim 1, wherein theexpected revenue value is an expected revenue per view of the video,revenue per thousand displays (CPM), revenue per user action, or revenueper click on the advertisement.
 14. The method of claim 1, wherein thegraphical user interface includes an expected revenue adjustmentcontrol, wherein a length of the advertisement space is automaticallyadjusted based on an adjustment received via the revenue adjustmentcontrol.
 15. The method of claim 3, wherein providing access to thevideo includes automatically selecting the advertisement from anadvertisement repository based on the advertisement length of theadvertisement space definition.
 16. The method of claim 3, wherein theadvertisement space definition further includes an advertisement contentrestriction, wherein providing access to the video includesautomatically selecting the advertisement from an advertisementrepository that complies with the advertisement content restriction. 17.The method of claim 3, further comprising: crediting an account aftercompletion of the advertisement space.
 18. The method of claim 17,wherein the account is credited with an amount of money or other form ofcompensation when the video reaches the time stamp.
 19. The method ofclaim 17, wherein the account is credited with an amount of money orother form of compensation when the advertisement is played for its fulllength.
 20. The method of claim 17, wherein the account is credited witha partial view amount of money or other form of compensation when theadvertisement is skipped.
 21. The method of claim 1, wherein noadvertisements are displayed outside of defined advertisement spaces.22. The method of claim 3, wherein access to the video is provided by adifferent entity or person than an entity or person that provided theadvertisement space definition.
 23. The method of claim 1, wherein thetime stamp of the advertisement space is adjusted by the content managervia a mouse click operation on a timeline of the media content.
 24. Asystem for transmitting media content across a computer network,comprising: one or more data processors; one or more computer-readablemediums encoded with instructions for commanding the one or more dataprocessors to execute steps that include: receiving an identification ofmedia content and an advertisement space definition from a contentmanager, wherein the advertisement space definition includes a timestamp indicating a starting point for the advertisement space within themedia content; providing a graphical user interface to the contentmanager that displays an indication of the time stamp of theadvertisement space definition, wherein the graphical user interfaceenables adjustment of the time stamp that indicates the starting pointfor the advertisement space within the media, wherein the graphical userinterface displays an expected revenue value based on the selectedstarting point for the advertisement space defined by the advertisementspace definition, wherein the graphical user interface enablesadjustment of the starting point and updates the expected revenue valuein real time accordingly; receiving a request from a viewer to view themedia content; determining an advertisement to play in the advertisementspace; and wherein the media content is transmitted to the viewer acrossa network such that the advertisement is automatically incorporated intothe media content, wherein when the media content reaches the timestamp, the advertisement is played in the advertisement space.
 25. Anon-transitory computer-readable medium encoded with instructions forcommanding one or more data processors to execute steps for transmittingmedia content across a computer network, comprising: receiving anidentification of media content and an advertisement space definitionfrom a content manager, wherein the advertisement space definitionincludes a time stamp indicating a starting point for the advertisementspace within the media content; providing a graphical user interface tothe content manager that displays an indication of the time stamp of theadvertisement space definition, wherein the graphical user interfaceenables adjustment of the time stamp that indicates the starting pointfor the advertisement space within the media, wherein the graphical userinterface displays an expected revenue value based on the selectedstarting point for the advertisement space defined by the advertisementspace definition, wherein the graphical user interface enablesadjustment of the starting point and updates the expected revenue valuein real time accordingly; receiving a request from a viewer to view themedia content; determining an advertisement to play in the advertisementspace; and wherein the media content is transmitted to the viewer acrossa network such that the advertisement is automatically incorporated intothe media content, wherein when the media content reaches the timestamp, the advertisement is played in the advertisement space.